glossary
1
min read
What is a Supply-Side Platform (SSP)?
A Supply-Side Platform (SSP) is an adtech platform that helps digital media owners, such as website and app publishers, sell their ad inventory automatically and efficiently. By connecting to multiple demand-side platforms (DSPs), ad exchanges, and ad networks, an SSP allows publishers to offer their ad space to a larger pool of potential buyers. This increases the chances of selling ad impressions at higher prices, helping publishers maximize their revenue.
SSPs are an essential component of programmatic advertising, where ads are bought and sold through automated, real-time auctions. Publishers use SSPs to streamline the process of selling ad space while maintaining control over how and to whom their inventory is sold.
How Do SSPs Work?
SSPs work by automating the process of selling ad space through real-time bidding (RTB). Here’s how it works:
Connecting to Demand: Publishers list their available ad space on the SSP, which connects them to various demand sources—such as DSPs, ad exchanges, and ad networks. This broadens the publisher's reach, allowing them to attract more potential buyers.
Auctioning Ad Impressions: When a visitor loads a webpage or app, the SSP immediately opens the available ad space to real-time bidding. DSPs (on behalf of advertisers) bid for the opportunity to display their ad in that space. This auction takes place in milliseconds.
Selecting the Highest Bid: The SSP evaluates bids from multiple DSPs and determines the winner based on the publisher’s criteria (e.g., price, brand safety settings). The highest bid wins, and the advertiser’s ad is displayed to the user.
Optimizing Revenue: Throughout the process, SSPs help publishers optimize their earnings by offering tools like yield optimization, which allows publishers to set minimum price floors for their ad space. Publishers can also set rules to block specific types of ads, ensuring that only relevant and high-quality ads appear on their platforms.